IJFPSS, Vol .1, No.2, pp. 26-34 , Dec, 2011
F.M. Moghaddam
The Influence of Export Marketing Strategy Determinants on
Firm Export Performance: A Review of Empirical literatures
Between 1993-2010
*
Farshid Movaghar Moghaddam1 , Abu Bakar Bin Abdul Hamid2, Siti Zaleha Abdul Rasid3, Hassan Darestani4
1
Department of Management, University Islamic Azad (IAU), Abade Branch, Iran
Department of HRD, University Technology Malaysia, (UTM), 81310 Skudai, Johor, Malaysia
3
International Business School (IBS), University Technology Malaysia, (UTM), 81310 Skudai, Johor, Malaysia
4
Department of Management and HRD, University Technology Malaysia (UTM), 81310 Skudai, Johor, Malaysia
2
Email: [email protected]
(Received November 2011; Published Dec 2011)
ABSTRACT
The growing of global trade and sales activity in the global market cause the increasing attention to the variables effect on
firm export performance. However, despite a lot published about determinants of firm export performance, the literatures are
characterized by the lack of consensus among researchers as to what constitutes export marketing strategy of firm export
performance. As a result, this study reviews the articles published between 1993 and 2010 assesses the effect of export
marketing strategy elements on firm export performance. Based upon a comprehensives and systematic literature study, a
synthesized model which can be apply for understanding export marketing strategy influence on export to enhance the firm
export performance will be eventually designed. In this study the export marketing strategy are classified to price strategy,
product strategy, promotion strategy, place strategy. Later, the results of previous studies about detailed analysis on
dimensions of export marketing strategy and the relationship between export marketing strategy and firm export performance
are mentioned. In addition, a proposed conceptual framework is developed for the researchers who are interested to evaluate
this issue in further research.
Key words: Firm export performance, export marketing strategy, price strategy, product strategy, promotion strategy, place
strategy.
INTRODUCTION
The growing of global trade and sales activity in the world
has increasingly accentuated the importance of exporting for
firms and countries. Globalization process, global market
competition and the subsequent performance difficulties
encouraged by exporters cause the increasing interest in this
subject (Sousa et al., 2008). Exporting plays a vital role in the
world and has countless benefits for firms and countries.
Exporting is a fundamental strategy in ensuring firm’s
survival or growth, and firms may achieve competitive
advantage in international markets with a positive influence
on current and future export performance (Navarro et al.,
2009) and so, many companies recently allocate more
attention and resources in order to export their products to
foreign markets (Julian, O’Cass, 2003; Julian, O’Cass,
2002a; Lages, 2003; Navarro et al., 2009). In addition,
contributing to nation’s economy prosperity is one of
important roles of exporting (Koksal, 2008; Shamsuddoha,
2004, Ahmed et al., 2004, Langes, Montgomery, 2005).
Export has great effects onto countries in terms of enhancing
economic growth and activity, increasing the internal
production, reducing the unemployment rate, supplying
foreign currencies for import, becoming growth accelerator,
making favorable balance of trade, accumulating the foreign
exchange reserves, increasing profitability and societal
success, enhancing trade balances and industrial
development, improving capacity utilization and productivity,
providing employment and creates new job opportunities.
Thus, the ulterior goal in most firms and national
governments is to expand the exports. The understanding on
the determinants of export performance in today’s business
environment has been emphasized by the understanding on
the impact of export success and export performance on firm
survival and expansion, the achievement of having
competitive advantage in international markets, the
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development of economy as well as the development and
implementation of public policy. Hence, within the past 30
years many substantial numbers of studies have been done to
identify the key variables that affect the export performance
of firms (Zou, Stan 1998; Baldauf et.al, 2000; Lages, 2003;
Ahmed et al., 2004; Haahi et al. 2005; Sousa et.al., 2008).
Identifying the variables which affect export performance is a
strategic move and has triggered vital interest for export
managers, public policy makers and researchers to study
them (Sousa et al., 2008; Lages, 2003; Haahi et al., 2005;
Mohamad et al., 2009).
Since bilkey’s (1978) work that was the first study about
successful export practice, many previous literatures are
identified numerous variables as determinants of export
performance. Later, researchers such as Aaby and Slater
(1988), Zou and Stan (1998), Sousa et al. (2008) summarized
and reviewed the export performance literature. These
literatures classified the determinants of export performance.
Cooper, (1985); Baldauf et.al, (2000); Cicic et al., (2002);
Leonidou et al., (2002) assumed that export performance
depended on firms’ structure or internal factors, international
environment or external factors, and export marketing
strategy. Zou and stan (1998) in the review of the empirical
literature classified determinants into internal and external
with attention to controllable and uncontrollable and recently,
Sousa et al. (2008) classified the determinants of export
performance to internal factors and external factors.
However, in spite of prior efforts to recognize the affect of
determinants on export performance, there was still gap in
literature, there was fragmented literature, there were no
comprehensive reviews and the findings were considered as
“confusing” (Aaby, Slater, 1988; Zou, Stan, 1998; Sousa et
al., 2008). The main problem of the export performance are
the recognition of effective determinants of export
performance, creation of comprehensive integrated model
and fragmentary or often having conflicting knowledge about
determinants of export performance (Nazar, Saleem, 2009;
Gertner et al., 2006; Ogunmokun, Ng, 2004; Ahmed el al.,
2004; Julian, O’Cass, 2003; Julian, O’Cass, 2002; Baldauf
et.al, 2000; Thirkell, Dau, 1998; Diamantopolous, 1999;
Cooper, 1985; Zou, Stan 1998).
This study focused on the marketing strategy that is
classified as price strategy, product strategy, promotion
strategy, and place strategy. the relation between marketing
strategy and export performance has been one of the most
famously investigated issues in international marketing study
and the researcher considered marketing strategy is one of
major elements of export performance (Cavusgil and Zou,
1994; Thirkell, Dau, 1998; Lee, Griffith, 2004; Brodrechtova,
2008; Salavou, Halikias , 2008). However, although many
studies have been conducted in this area and they
demonstrate positive impact on marketing strategy of total
export performance, the variety of conceptualization and
performance measurement has led to inconsistent and
opposing findings (Aaby, Slater, 1989; Baldauf et.al, 2000;
Leonidou et al., 2002; Lee, Griffith, 2004). Also, the lack of
detailed analysis on dimensions of export marketing strategy
is a popular problem inherent in the previous studies
(Leonidou, et al., 2002).
F.M. Moghaddam
LITERATURE
STRATEGY
REVIEW:
EXPORT
MARKETING
Marketing strategies is a procedure by which companies
react to situations of competitive market and forces of market
or react to environment forces and internal forces to enables
the firms to achieve its objective and goals in target market,
through all aspects of the marketing mix, that consist of
products, prices, promotion, and distribution (Slater et al.,
2009; Lee, Griffith 2004). Cavusgil and Zou, (1994) have
complete definition of export marketing strategy and
explained that ''export marketing strategy is the means by
which a firm respond to the interplay of internal and external
forces to meet the objective of the export venture. It involves
all aspect of marketing plan that including product,
promotion, pricing, and distribution”. Traditionally,
marketing strategy is a plan for pursuing the firm’s objective
or how the company is going to obtain its marketing goals
within a specific market segment (Orville and Walker 2008;
Theodosio, Leonidou, 2003; Kotler, Amertrong, 2009). The
scope of marketing strategy is specifying the target markets
for a special product or product line. Firms seek competitive
advantage and synergy through a well- integrated program of
marketing mix elements (Orville, Walker 2008).
Brodrechtova, (2008) explained that marketing strategy is a
roadmap of how a firm assigns its resource and relates to its
environment and achieves corporate objective in order to
generate economic value and keep the firm ahead of its
competitors. Hill and Jones (2007) have explained that
marketing strategies have a major impact upon the efficiency
and cost structure of an enterprise. The researcher concluded
that export marketing strategy is the road map of how firm
responds to internal and external forces by the use of
marketing mix elements that include product, price,
promotion, place in order that supply and achieve firms
objective. Marketing strategy is one of major elements of
export performance and one of key factors impacting export
performance is export marketing strategy (Cavusgil, Zou,
1994; Thirkell, Dau, 1998; Lee, Griffith, 2004; Brodrechtova,
2008; Salavou, Halikias, 2008). Traditionally marketing
strategy was identified as an antecedent and determinants of
export performance (Mavrogiannis et al., 2008; Lages, 2003;
Leonidou et al., 2002; Cooper, Kleinschmidt, 1985; Baldauf
et.al, 2000). Export marketing strategy had significant
influence on EP and it was distinguished as one of the most
frequently used determinants previously (Abdul Adis, Md.
Sidin, 2010). Previous research on the significance of the
marketing showed the strong association between export
marketing strategy and export performance also, a positive
and direct impact of marketing strategy on export
performance was found in the studies (Mohamad et al., 2009;
Mavrogiannis et al. 2008; Lages, lages, 2003; Julian, O’Cass,
2003; Leoniduo et al., 2002; Cavusgil, Zou, 1994;). Salavou
and Halikias (2008) had found that the majority of exporter
companies that obtaining higher export profitability belonged
to their marketing-based strategists. Also, evidences in this
survey explained that the marketing-based strategists firms
acquired higher export profitability. In contrast, researchers
such as Julian, (2003); Julian and O’Cass, (2003) concluded
that export marketing strategy had not effect onto export
performance. Also in the research by Abdul Adis and Md.
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Sidin, (2010) revealed that there were no direct or significant
relationship between export marketing strategy (concluding
product adaption, promotion adaption, distribution strategy,
design strategy, price competiveness, support to foreign
distributer, target market specification) and export
performance of Malaysian wooden furniture industry. In
brief, although a few study mention there is not any
relationship, most of researchers concluded that marketing
strategy had significant positive effects on export
performance and it was an important part of studies that had
been evaluated many time previously.
ELEMENTS OF EXPORT MARKETING STRATEGY
Slater et al., (2009); Navarro et al., (2009); Brodrechtova,
(2008); Mavrogiannis, et al., (2008); Calantone et al., (2006);
Lee and Griffith (2004); Langes and Montgomery, (2003);
Kotler, (2003); Leonidou, et al., (2002); Thirkell and Dau,
(1998) explained that the concept of marketing strategy
generally embrace marketing mix elements which consist of
product, price, distribution and promotion and Export
marketing mix determines the export marketing strategy
(Mavrogiannis, et al., 2008). In the international marketing
research, scholars have applied several dimensions to indicate
marketing strategy as export marketing strategy, export
strategy or business strategy. However, all of these
dimensions based on marketing mix and some scholars add
few variables in order to make it more meaningful (Abdul
Adis, Md. Sidin, 2010). Especially in export marketing
strategy, Mohamad, (2009); Brodrechtova, (2008); Lee and
Griffith (2004); Leonidou et al., (2002) had explained that the
export marketing strategy elements are product, price,
promotion and place. Researcher will mention some models
in the next section to finalize sub categories of each
marketing mix elements, which are product, price,
distribution and promotion.
PROMOTION MARKETING STRATEGY
Promotion is one of marketing mix that many researchers
assessed its relationship with export performance to find
whether sound promotion would increase sales and export
performance. Although the effect of promotion on export
profit contribution was limited, it had strong influence on
intensity and sale growth of export (Leonidou et al., 2002).
Promotion is relatively effective to the campaigns of
competitors (Thirkell, Dau, 1998). From all dimensions of
export performance, the most widely researched was
advertising that examined advertising procedure the company
can inform, introduce, remind or encourage consumer and,
therefore, generated more sale and enhance export
performance (Leonidou et al., 2002). The importance of
advertising on export performance is recognized from higher
sales of firms that used sound advertising and higher
performance result for exporter who have a greater
commitment to their target market that use higher level of
advertising rather than firms who have less commitment that
use low level of advertising (Lee and Griffith, 2004).
Eusebio et al., (2007) investigated management perception
and marketing strategy in export performance via
comparative analysis in Italian and Spanish textile industry.
F.M. Moghaddam
The questionnaire was used to collect data. The outcome
showed that the commercial branch in export market had
positive and significant relations with export performance.
Leonidou et al., (2002) studied about marketing strategy of
export performance: a meta-analysis with reference to
previous studies. In the review of studies, they divided the
promotion-related variable to advertising, sale promotion,
personal selling, trade fairs, personal visit, and promotion
adaption and conceded that all these variables have positive
influence on export performance. Advertising was the most
widely researched was found to have positive relation with
financial and nonfinancial or composite measure of export
performance. Sales promotion including coupons, samples,
premiums, and other promotional tools is useful in lowincome economies or market with advertising restrictions and
high competition. Personal selling is used in markets that
have restrictions on advertising or the cost of managing a sale
force is low. Trade fair improves EP because sale potential of
specific export market to be tested, new firm for distribution
or other collaboration in foreign market to be found, and it
can used for market research purpose. Personal visit can
increase export performance because it enhances experience
about problem or opportunities, personalizes relationship,
increases communication, and provides timely response to
export venture’s need. So, they concluded that promotion is
associated with performance positively and firms can be
more successful in international market with more intensive
use of promotional tools. Lee and Griffith (2004) in their
study about the marketing strategy-performance relationship
in Korea illustrated that advertising and trade promotion are
two elements of export promotion. From these two elements
only trade promotion was evaluated via the rate that firms
prepare buying allowance and free goods or discount for
overseas distributors or retailers and it was positively
connected to export performance. A study by Nassimbeni,
(2001) about Italian exporters showed that instead of nonexporter, exporter companies tend to use commercial
intermediaries such as commercial agency and firms in
export market. In contrast, some surveys have different
results in the relation of export performance and promotion
that are mentioned as following. Eusebio et al. (2007)
investigated management perception and marketing strategy
in export performance via comparative analysis in Italian and
Spanish textile industry sector. The result shows that more
investment in promotional activity did not show the
significant effect on export performance. Lee and Griffith
(2004) instead of other researcher like Zou and Stan, (1998)
have concluded that advertising expenditure) the ratio of
overseas advertising expenditures to total exports) in overseas
was not found to influence performance of exporter. A study
by Eusebio, et al. (2007) about management perception and
marketing strategy in export performance found that greater
investment in promotional campaigns tools have not
significant effect on export performance. Abdul-Adis and
Md. Sidin, (2010) in their research about export performance
on Malaysian wooden furniture industry revealed that
promotion adaption have not direct relation with export
performance.
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PLACE MARKETING STRATEGY
In recent days, active and advanced exporters have more
control on distribution activities, as well as the time of
delivery of the product, and distribution channel (Eusebio et
al., 2007). Customers need to have their request in export
market easily and on time and, therefore, place is one of
important export marketing strategies that firms pursue
recently. Lages et al., (2004) has studied about European
perspective determinants to discuss the main antecedents of
export performance based on perceptions of Portuguese and
British export managers. They revealed that distribution
network/availability becomes determinants of export
performance. This result previously obtained by Style and
Ambler, (2000); Lee-yee and Ogunmokun, (2001) that found
distribution channel relationship had a positive effect on
performance of export. Lee and Griffith (2004) explained that
exporter channel strategy was imagined as the degree to
which a firm applied direct instead of indirect channels for
export its products and it is evaluated by gathering the ratio
of direct exports to local distributors, retailers, and producer
in whole exports. They concluded that direct exporting
channel would affect export performance positively. In this
research, it is very important to identify the effect of direct
exporting on export performance because many of these
companies have not exported directly or have not started to
do that recently. Eusebio et al. (2007) has obtained that the
commercial branches of firms in foreign countries, seem to
relate positively to export performance and it is the most
common to having own centers for successful companies.
Leonidou et al., (2002) have studied about marketing strategy
of export performance: a meta-analysis with refer to previous
study. They concluded that dealer support correlated with EP
positively. In addition, they revealed that one of the
remaining marketing strategy variables that appeared on a
less frequent basis was transportation costs. In contrast, some
studies had different result for relation of export performance
and place that are mentioned as following. Leonidas et al.,
(2002) revealed week relations between export channel type
and export performance because some of elements were
positive and some of them were not significant. They found
that using export sales representative office and direct
purchasing had positive effect on intensity of sales export
while, week relationship is found between EP and adaption of
distributor, agent, and merchant in export market. These
result showed that appropriateness of distribution channel
was not static and it depended on variable foreign market
conditions like economic condition and distribution structure
of foreign market. Abdul-Adis and Md. Sidin, (2010) in their
research about relationship of export marketing strategy and
environmental factors concluded distribution strategy and
support to foreign distributers had no direct relations with
export performance.
PRODUCT MARKETING STRATEGY
Product dimensions are an important part of marketing mix
that influence export performance positively (Mavrogiannis
et al., 2008; Leonidou, et al., 2002; Cavusgil, Zou, 1994;
Thirkell, Dau, 1998). From various product dimensions that
are related to export performance, actual and augmented
F.M. Moghaddam
product factors have been given considerable attention
(Cavusgil, Zou, 1994, Leonidou, et al., 2002). Although there
are limited studies about export marketing strategy details
(Leonidou, et al., 2002), but some previous studies found
positive correlation between export performance and product
diminutions such as following explanations.
Leonidou, et al., (2002) have studied about marketing
strategy of export performance: a meta-analysis with
reference to previous studies. They synthesized empirical
studies about marketing strategy - export performance
relationship and concluded that product design, brand mix
(name, sign, symbol, design), warranty, customer service as
pre- and after sales services, and product advantages (such as
luxury, prestige, and quality) had positive relationship with
export performance. Tantong, et al., (2010) investigated the
effect of product adaptation and market orientation on export
Performance in Thailand. They wanted to evaluate the issue
that had not been mentioned in previous studies. They found
that product design adaptation strategy was related to
performance positively. In another research, Cavusgil and
Zou, (1994) investigated empirical link in marketing strategy
and performance relation via in-depth personal interviews
with export marketing managers. They noted that better
export performance could be obtained via adapting the
product to meet requirements of export customers. Therefore,
product adaption has positive effect on export performance.
In addition, Lee and Griffith, (2004) in their study about the
marketing strategy-performance relationship in Korea
concluded that product adaption by Korean exporters would
influence export performance positively. The effect of
product adaption on export performance has been widely
investigated but they did not mention the dimension of
product. Lages et al., (2004) has studied about European
perspective determinants to discuss the main antecedents of
export performance via an open-ended question and based on
perceptions of Portuguese and British export managers. The
percentage of the main export performance determinants was
very similar and findings showed that product quality and
service quality were the one of main determinants. Design,
brand image, innovation and product differentiation were
found as other determinants. This outcome is the same as
previous findings obtained by some researchers. Morgan et
al., (2004); Beamish, et al., (1993); Dominguez and Sequeira,
(1993) revealed that product quality had positive effects on
export performance. Thirkell and Dau, (1998) found that
quality and service had significant and positive correlate with
export performance. Also Lages et al., (2009) investigated
relationship on capabilities, quality, and innovation as
determinants of export performance via questionnaire
through two types of respondents from the same Portuguese
firm. They noted that product quality and product innovation
were recognized by academics and managers as top
determinants of export performance and product innovation
and product quality led to export performance enhancement.
Zou et al., (2003), investigated the effect of export marketing
capabilities on export performance via questionnaire with
Chinese exporters. They divided positional advantages to
low-cost advantage and branding advantage. Finally, they
concluded that branding advantage influence export
performance positively. Haque et al. (2002) in the study
about export performance and marketing opportunities of
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Malaysian ready-made garment products concluded that the
best way for better export performance was to enhance
diversification of products. Ogunmokun and Ng, (2004) in
their study about factors influencing export performance in
international marketing for Australia firms mentioned that
product differentiation strategy was one of factors for
discriminating between high and low export performing
companies. Maybe, differentiation in product can give a firm
distinct advantage over its rivals. Although, many studies
found the positive relations between EP and dimensions of
produce, sometimes researcher found no any relation between
some of factors and export performance. Lages et al., (2009)
divided export performance to relationship performance and
economic performance and recognized that although product
quality and product innovation were top determinants of
export performance but only product innovation had positive
effect on economic performance and so they emphasized that
in today’s international markets, in which major role is
played by product innovation to increase economic
performance. Leonidou, et al., (2002) resulted product
design, packaging and labeling in the industrial market
context did not show any significant correlation with
performance of export. Eusebio et al., (2007) studied about
management perception and marketing strategy in export
performance. They used comparative analysis in Italian and
Spanish textile industry sector and used questionnaire to
collect data. The result showed that the amplitude of the
export rang did not have significant effect on export
performance and it was not acceptable that the great rang of
exported merchandise may cause more export intensity.
Langes et al., (2008) investigated the role of past
performance in export venture and their results shown that
product adaption had significant negative effect on export
performance. Product adaption depended on export market
and some of foreign market needed adaption and other may
not need adaption. Therefore, small and medium size
enterprise exporters chose export market with low adaption
because of substantial resources required to make change to
manufactured merchandises (Lages et al., 2009). In the study
by Abdul-Adis and Md. Sidin, (2010) on the impact of
environmental factors on export marketing performance in
Malaysia, findings showed that product adaption and design
strategy did not have direct relation with export performance.
PRICE MARKETING STRATEGY
In recent years, changes in the international market have
made pricing strategy increasingly significant for exporting
marketing research and practice (Langes, Montgomery,
2005). Price is another part of marketing mix that many
researchers assessed in their study and it is one of important
items in international market. Many firms follow the Porter’s
business strategies in export market to compare with their
rivals but Lee and Griffith (2004) and Aulakh et al, (2000)
noted that in today’s competitive international market,
focusing only on the decrease of manufacturing costs might
no longer can cause the company’s success in export- driven
economies. In addition, Eusebio, et al. (2007) emphasized
that price is no longer a dominant strategy for companies in
export market. Zou et al., (2003), investigated the effect of
export marketing capabilities on export performance via
F.M. Moghaddam
questionnaire answered by Chinese exporter. They divided
positional advantages to low-cost advantage and branding
advantage and they concluded that low-cost advantage had
positive relation with performance of export. Lages et al.,
(2004) studied about European perspective determinants to
discuss the main antecedents of export performance based on
perception of Portuguese and British export managers.
The percentage of the main export performance
determinants is very similar and findings showed that price
competitiveness/value for money is one of the main
determinants of export performance. Eusebio, et al. (2007)
investigated management perception and marketing strategy
in export performance via comparative analysis in Italian and
Spanish textile industry sector and used questionnaire to
collect data. The result reveals that more discrimination in
different export market has no positive effect on export
performance of Italian and Spanish firms. In the same vein,
Lee and Griffith, (2004) in their study about the marketing
strategy-performance relationship in Korea concluded that
adjustment of export prices to foreign market situation have
positive influence on the performance of exporter and
adaption of pricing strategy would increase the performance
of export. Pricing method defend as market based pricing
strategy that whereby the company sets export prices with
demand of consumer and competitive condition. They
concluded in the meta-analysis that pricing method has
positive relation with proportion of sales and profit level
based export performance measures. Pricing strategy
concentrated to penetrate foreign market by offering low
price to large number of customers and obtain more market
share. The result revealed that price penetration strategy was
correlated to EP positively. In contrast, the prestige pricing
approach is found to have positive effect on export
performance. Sales terms are an important factor and
completive tool in international market but it has been found
that it has no influence on EP. Credit policy increases profit
whereby more satisfied consumer have relationship with
profit-based export performance measure but, intensity and
growth of export are not shown to be related to credit policy
of company. Currency policy does not show to have positive
financial influence on export performance but it can increase
export intensity. The price adaption that many study
evaluated its relation to EP have strong positive correlations
with all overall and individual export performance measures.
However, price adaptation has no significance in correlation
with export sales volume (with expectation of export
performance). Ogunmokun and Ng, (2004) in their research
about factors influence export performance in international
marketing for Australian firms concluded that market
skimming pricing strategy was the second major factor in
discriminating between high and low export-performing
companies. In addition, Leonidas et al., (2002) investigated
marketing strategy determinants of export performance and in
this study they categorized price to pricing method, pricing
strategy, sales terms, credit policy, and currency strategy and
price adaption for evaluated potential impact on an export
performance of firms. Cavusgil and Zou, (1994) found the
positive relation between price and performance. In addition,
Eusebio, et al. (2007) found that confidence in product price
had positive effect on export performance. In contrast, some
studies had different findings on relation of export
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F.M. Moghaddam
performance and price. A study by Abdul-Adis and Md.
Sidin, (2010) about relationship of export marketing strategy
and environmental factors concluded that price
competiveness have no direct relation with export
performance. Thus, unlike a few study, most of previous
study concluded the positive relationship between export
performance and detailed dimensions of export marketing
strategy variables. All internal determinants that have been
mentioned in previous study are summarized in Table 1. This
summary is done to help readers to have better understanding
on the influence of these determinants and to facilitate the
design of the proposed conceptual framework.
Table 1: The proposed determinants by literatures
Determinates
Researchers / years
Detailed Dimensions of Strategy
Positive
Significant
No
Significant
Negative
Significant
Export Marketing Strategy Elements

Mavrogiannis et al., (2008)
Leonidou, et al., (2002)
Cavusgil, Zou, (1994)
Thirkell, Dau, (1998)
Tantong, et al., (2010)
Lee and Griffith, (2004)
Product
Marketing
Strategy
Lages et al., (2004)
Morgan et al., (2004);
Dominguez, Sequeira, (1993)
Haque et al. (2002)
Ogunmokun, Ng, (2004)
Lages et al., (2009)
Leonidou, et al., (2002)
Langes et al., (2008)
Abdul-Adis , Md. Sidin, (2010)
Beamish, et al., (1993);
Lages et al., (2009)
Zou et al., (2003)
Leonidou, et al., (2002)
Promotion
Marketing
Strategy
Place
Marketing
Strategy
Lee and Griffith, (2004)
Eusebio et al., (2007)
Nassimbeni, (2001)
Zou and Stan, (1998)
Lee and Griffith (2004)
Abdul-Adis, Md. Sidin, (2010)
Eusebio et al., (2007)
Lages et al., (2004)
Style , Ambler, (2000)
Lee-yee and Ogunmokun, (2001)
Lee and Griffith (2004)
Eusebio et al. (2007)
Leonidou et al., (2002)
Abdul-Adis , Md. Sidin, (2010)
product design, brand mix (name, sign, symbol,
design), warranty, customer service as pre- and
after sales services, and product advantages (such
as luxury, prestige, and quality)
Product adaption
quality and service
product design adaptation strategy
Product adaption
Design, brand image, innovation and product
differentiation , product quality and service
quality
product quality
product quality
diversification of products
product differentiation strategy
product innovation
product design, packaging and labelling in the
industrial market
product quality
product adaption and design strategy
product quality
product innovation, product quality
branding advantage
advertising, sale promotion, personal selling,
trade fairs, personal visit, and promotion
adaption
advertising and trade promotion
commercial branch in export market
commercial intermediaries
advertising expenditure
advertising expenditure
promotion adaption
investment in promotional activity
distribution network, availability
distribution channel
distribution channel
direct exporting channel
own centres
dealer support, export sales representative office
and direct purchasing
distribution strategy and support to foreign
distributers
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Leonidou et al., (2002)
adaption of distributors, export channel type
Zou et al., (2003)
Lages et al., (2004)
low-cost advantage
price competitiveness/value
adjustment of export prices to foreign market
situation, pricing method
market skimming pricing strategy
pricing method, pricing strategy, sales terms,
credit policy, and currency strategy and price
adaption
price
confidence in product price
price competiveness
Lee and Griffith, (2004)
Price
Marketing
Strategy
Ogunmokun, Ng, (2004)
Leonidas et al., (2002)
Cavusgil , Zou, (1994)
Eusebio, et al. (2007)
Abdul-Adis, Md. Sidin, (2010)
31
week
relationship
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IJFPSS, Vol .1, No.2, pp. 26-34 , Dec, 2011
F.M. Moghaddam
RESEARCH FRAMEWORK AND METHODOLOGY
The aim of this study is to synthesize the available studies
on export marketing strategy elements on export
performance. An assessment of the export performance
measure and characteristics of previous studies are not
included, as Sousa (2004), Zou and Stan (1998), Sousa et al.,
(2008) have offered valuable and adequate reviews of the
previous published. Indeed, the current studies report
different and often contractioning results on determinants of
firm export performance that this issue clarify that it is need
to analysis the variable influence on export performance.
Thus, to facilitate the conceptual framework for determinants
of export performance, this need to be clarified and the
variables that influence export performance have to be
identified. The focus of this review paper is on empirical
works that have been published between 1993 and 2010. In
addition, as in other reviews paper, case studies and nonEnglish studies are not evaluated in this research. The
analytical method of this research is a vote-counting
technique that Zou and Stan, (1998) and Sosa et al. (2005)
had used in their review papers. This technique allows this
study to report the significant negative effect, the significant
positive effect, and non-significant effect on export
performance. The broad literature about export marketing
strategy elements has provided the base for classifying the
export marketing strategy elements into price marketing
strategy, product marketing strategy, promotion-marketing
strategy, and place marketing strategy. According to the
findings taken from the comprehensive review of existing
reference in the literature on export performance, a
conceptual model has been designed to represent a model
about relationship between export marketing strategy
elements and export performance as presented in Figure 1 as
following. Export marketing strategy elements.
CONCLUSION
Many studies have been conducted to identify influence
that export marketing strategy elements on exporting.
However, little and most likely no previous study had tried to
mention all important detailed dimensions of export
marketing strategy elements. Besides that, the consensus
among researchers as to export marketing strategy elements
influence that constitutes the firm export performance should
be highlighted to finalize the framework. Thus, base on the
systematic literature reviews, it is possible to design export
marketing strategy determinants of export performance
model, which may help firm to focus on export marketing
strategy elements as one of important elements to enhance
export performance in global markets. This conceptual
synthesis model is based on export marketing strategy
determinants of export performance that have been
previously recorded by researchers in various publications in
order to develop a classification that may supply a
comprehensive base for comprehension export marketing
strategy elements of firm export performance. This study is
an attempt about detailed analysis on dimensions of export
marketing strategy elements for further research. The export
marketing strategy elements subjectively can be categorized
into four main categories: price-marketing strategy, place
marketing strategy, promotion marketing strategy and
product marketing strategy. This synthesis model may be
used for better understanding of the export marketing strategy
elements that contribute in explaining the export performance
of firm. It can also be used to develop a questionnaire in
order to evaluate the relative impact of dimensions of export
marketing strategy elements on firm export performance.
Since the proposed framework is highly conceptual and the
constructs have been based from the several literatures, the
framework has to be validated empirically through an
empirical method for example, by case study or survey
questionnaire.
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